e of the UK’s best loved brands, has announced the re-launch of its relish range with five exciting flavours available from June 2014. These are: tomato and red pepper; spicy tomato; caramelised red onion; smoky tomato and chipotle, as well as a limited edition Brazilian sweet and spicy relish that will coincide with this year’s football sporting activities.The new range launch is Mizkan Europe's first NPD since acquiring Branston in February 2013. Creatively, the marketing and communications activity for relish will fall within the 'Make It Special' brand campaign, and together with Sweet Pickle, will play an important role in encouraging Britain to 'Get Making' with Branston. The new packaging, designed by Parker Williams, is based on current and lapsed Branston user’s feedback. The serving suggestions aim to educate and inspire users, while the new flavours tap into current food trends.
Roll-out of the relishes will be supported by a £1m above the line campaign to capitalise on the summer BBQ season and the upcoming football activity. Outdoor activity will be structured into two bursts across June and July and will consist of 6 sheet poster activity outside major multiples, as well as digital POS 6 sheets outside 215 Tesco stores nationwide.
From the 12 June there will also be innovative digital activity in the form of a proximity texting campaign with responsive and weather activated media, aiming to prompt purchase close to store. Weve and Facebook will also feature temperature activated creative that will remind consumers to buy the products when the weather is hot. All proximity testing will take place within half a mile of a major multiple.
All media activity was planned and executed by UM London and is designed to send people to purchase the relishes during good weather to coincide with the barbecue season. All creative was designed by mcgarrybowen.
The activity aims to maintain the relationship with the traditional relish customer aged between 28 and 54 years old across all life stages[1] while also targeting the lapsed relish consumer. This group is mainly young families who have defaulted to ketchup[2] and have forgotten what makes relishes special.
Victoria Adams, Branston Brand Manager at Mizkan Europe, said: “The re-launch of our relish products represents an exciting time for us at Mizkan Europe. Relish sales have dropped off in recent times with the products seemingly losing some of their relevance, so now is a perfect opportunity to start targeting the consumer at point of purchase. Branston is the brand leader in relish with nearly 50% market share[3] so there is a real chance to reconnect with our customers and remind them that relishes can be a more exciting choice than the typical table sauce.
“We are very much looking forward to consumers relishing the summer months with our new products for their BBQs and picnics, and, in turn, seeing our segment grow.”
Branston Relish was bought by Mizkan Europe in February 2013 as part of the company’s £92.5m acquisition of Premier Foods’ sweet pickle and table sauces business.
